don kerr

5 years ago · 2 min. reading time · visibility 0 ·

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Emotional connection trumps brand

More and more quantifiable and quantitative data are emerging that support my long-held belief that engaging in genuine, authentic conversation with customers makes the most significant difference for companies large and small.Consider this statement from a recent article by Christof Binder and Dominique M. Hanssens in the Harvard Business Review:

"Customers still value strong brands, but what constitutes a strong brand is now more dependent on customers’ direct experience with an offering, and with their relationship with the firm that produces it."

You can access the entire article here

The data also support my contention that rather than a threat, social media offer an enormous opportunity to corporations to actively pursue and engage in conversation with their stakeholders.

I still encounter senior leaders who view the opportunity as a challenge to their ability to control the message. What we know and learn more every day is that you cannot control the message. You can be responsive. You can be collaborative. You can be participatory. You can be genuine. But you cannot and should not hide.

I recommend a seminal book on the topic by Gary Vaynerchuk entitled The Thank You Economy. In fact, if you engage me on a project of any sort I will present you with a copy of this book at no charge. It is that significant.

“...a business is only as strong as its closest customer relationships...what those customers said about our business beyond our four walls would shape our future.”— Gary Vaynerchuk, The Thank You Economy

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don kerr

5 years ago #1

Thank you#2

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